Chapter 15 – Strategic Marketing Implementation and Control
Chapter 15
Strategic Marketing Implementation and Control
1. The analytical dimension of marketing planning process is concerned with the
organizational structure in which planning is carried out, along with the associated
information resources and corporate culture.
2. Internal marketing involves developing programs to win line management support for new
strategies.
3. External marketing involves changing the attitudes and behavior of employees working at
key points of contact with customers.
4. Internal marketing goals include promoting the external marketing strategy.
5. The balanced scorecard method is used to implement marketing plans.
6. The balanced scorecard method formally includes an assessment of the strategy component
across all aspects of the business unit at the same time.
7. A benefit of the balanced scorecard methodology is that it is feasible for any business unit
level strategy and provides a means to link performance evaluation to strategy
implementation.
Chapter 15 – Strategic Marketing Implementation and Control
8. The second step in marketing evaluation and control is determining performance metrics
and standards.
9. When monitoring a firm’s effectiveness of marketing activities, external information
sources must be excluded.
10. Marketing metrics should be chosen to reflect issues most closely linking marketing
investments with value chain requirements.
11. The _____ indicates marketing objectives and the strategy and tactics for accomplishing
the objectives, and guides implementation and control.
A. strategic marketing plan
B. traditional marketing design
C. integrated marketing communications
D. market positioning strategy
12. Which of the following techniques guides short-term marketing activities?
A. Strategic marketing plan
B. Annual marketing plan
C. Situation analysis
D. Positioning strategy
13. Which of the following marketing planning process dimensions is concerned with an
organization’s structure, associated information resources, and corporate culture?
A. Analytical process dimension
B. Behavioral process dimension
C. Organizational process dimension
D. Cognitive process dimension
Chapter 15 – Strategic Marketing Implementation and Control
14. Which of the following marketing planning process dimensions is concerned with
managerial perceptions, participation, and strategic assumptions?
A. Analytical process dimension
B. Cognitive process dimension
C. Organizational process dimension
D. Behavioral process dimension
15. Which of the following marketing planning process dimensions is concerned with
techniques, procedures, systems, and planning models?
A. Analytical process dimension
B. Cognitiveprocess dimension
C. Organizational process dimension
D. Behavioral process dimension
16. Which of the following is true about internal marketing?
A. It positions the marketing strategy in the customer marketplace.
B. Its goals include promoting the external marketing strategy.
C. It aims at providing superior external customer service to support internal strategy.
D. Its aim is to better align internal market objectives with external capabilities.
17. Which of the following is true about internal marketing?
A. It positions the marketing strategy in the customer marketplace.
B. It involves changing the attitudes and behavior of customers at key points of contact with
employees.
C. It is aimed at the potential customers within the company.
D. It is targeted at particular market segments and niches.
18. _____ is a formalized management control system that implements a given business unit
strategy by means of activities across four areas: financial, customer, internal business
process, and learning and growth (or innovation).
A. Benchmarking
B. Internal strategy-organization fit
C. Strategic marketing audit
Chapter 15 – Strategic Marketing Implementation and Control
D. Balanced scorecard method
19.Which of the following is true of the balanced scorecard method?
A. It translates aggregate and broadly defined strategies to very specific actions.
B. It provides a means to link customer satisfaction with value orientation.
C. It is not feasible for business unit level strategies.
D. It does not assess the strategy component across all aspects of the business unit.
20. The _____ approach allows consideration of specific activities which will accomplish the
objective, but also formally includes an assessment of the strategy component across all
aspects of the business unit at the same time.
A. vertical assessment
B. balanced scorecard
C. strategic marketing audit
D. benchmarking
21. Which of the following is the initial step in setting up a strategic marketing evaluation
program?
A. Obtaining and analyzing information for performance-gap identification
B. Selecting performance criteria and choosing relevant marketing metrics
C. Conducting strategic marketing audit
D. Assessing performance and taking necessary action
22. Which of the following is the strategic marketing audit used for?
A. To translate broadly defined marketing strategy into very specific actions
B. To provide a means to link performance evaluation to strategy implementation
C. To ensure that activities in one area do not interfere with activities in another area
D. To initiate a formal strategic marketing planning program
23. The results of the _____ provide the basis for selecting performance criteria and choosing
relevant marketing metrics to assess actual performance against plans and tactical intent.
Chapter 15 – Strategic Marketing Implementation and Control
A. strategic marketing audit
B. integrated marketing communications
C. balanced scorecard
D. customer relationship analysis
24. _____ use both internal and external information sources to provide a structure for
monitoring the effectiveness of marketing activities and strategies.
A. Marketing segmentation strategies
B. Balanced scorecard methods
C. Marketing metrics
D. Salesforce strategies
25. The choice of the most relevant marketing metrics should be made in the light of the need
to:
A. track performance relative to alliances.
B. track performance relative to suppliers.
C. track performance over investment capabilities.
D. measure performance relative to strategy.
26. Which of the following is a danger of using a marketing dashboard?
A. The dashboard contains metrics only relevant to assessing past performance.
B. The dashboard contains metrics which only give insight into present performance.
C. The dashboard contains metrics which only give insight into future developments.
D. The dash board contains only metrics related to the main business drivers.
27. Which of the following approaches is a quality control technique useful in determining
when operating results are fluctuating normally or instead are disorderly?
A. Value chain analysis
B. Statistical process-control methods
C. Benchmarking
D. Data-control processes
Chapter 15 – Strategic Marketing Implementation and Control
28. _____ is/are used to analyze and improve results in marketing performance measures such
as the number of orders processed, customer complaints, and territory sales.
A. Value chain analysis
B. Benchmarking
C. Quality-control charts
D. Cluster analysis
29. A _____ indicates when the process is experiencing normal variation and when the
process is out of control.
A. data-control process
B. value chain analysis
C. BCG matrix
D. control-chart analysis
30. Which of the following is true of a control-chart analysis?
A. It cannot be used to detect randomness in operating results.
B. Its control boundaries are set using historical data.
C. It can only be used to establish average and upper limits of the measure.
D. It can only be used to establish average and lower limits of the measure.
31. What are the core tasks of a CMO?
32. Explain the dimensions of the marketing planning process.
Chapter 15 – Strategic Marketing Implementation and Control
33. Discuss factors that influence the implementation of a marketing strategy.
34. Discuss how organizational designs help implement a strategic marketing plan.
35. What guiding points should be considered when selecting relevant marketing metrics?